Joshua Davis Remixes Heineken Artwork

Digital design pioneer Joshua Davishas delved into Heineken’s archive and put his own unique artistic spin on the brand’s design in Heineken’s latest artistic project which is aimed at inspiring fans contributions for the next limited edition bottle design.

Joshua Davis, whose work has been shown at MoMA, Tate Modern and the Centre Pompidou, created the piece as a call to arms to find a partner for Heineken’snext Future Bottle. One of the judges of the Your Future Bottle Challenge, Joshua will be inspired by the winning entry to create the gift pack in which the bottle will be distributed.

Reflecting the design brief for the competition, Joshua was given total freedom to explore and work with the brand’s 140 years of creative assets, selecting to remix past logos and the distinctive Heineken red star. Designers everywhere can view the brief at a specially created microsite – www.yourfuturebottle.com.

The competition to design Heineken’s latest limited edition bottle is open to creatives anywhere in the world and there is just a couple of days left to submit a remixed Heineken bottle before entries close on 1st March 2013. Finalists will be announced on 14th March 2013, with the top 30 designs showcased at The Magazzini, Heineken’s new space at the industry-leading Milan Design Week from 9-14th April 2013. The winner will be unveiled during a spectacular live judging event during the week.

Joshua Davis said: “It’s rare to get so much freedom to play with the design DNA of an iconic global brand. This video opens up my own particular approach to inspire others. Now I’m calling on your help and participation – I can’t wait to see what you guys create, you will provide the seed work for me to remix. You make the bottle, I’ll make the packaging. Let’s create something great together. Good luck, noble pursuers of awesome.’